8. EDSR 02-13-2012ITEM # 8.
City of
MEMORANDUM
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TO: Economic Development Authority
FROM: Clay Wilfahrt, Assistant Director of Economic Development
DATE: 13 February 2012
SUBJECT: Branding Update
BRANDING STRATEGY
At the September 12, 2011, EDA meeting, chandlerthinks presented the brand plan that was the
culmination of their research for the branding process which began in January of 2011. The plan
identified~a brand promise, tagline and creative interpretations for the brand. The plan also
included recommended strategies for implementation.
At the September 12, 2011, meeting, the EDA authorized staff to move forward with
implementing the Elk River brand, followed by authorization from the City Council on
September 19, 2011. The branding project was identified as a goal in the Visioning and Goals
approved by the Elk River City Council, and it has been deemed a priority by the EDA and
Council.
Since the September 12, 2011, meeting, staff has worked diligently to roll out the brand. The first
step was to assemble a steering committee for the brand per a recommendation from the brand
plan to ensure the brand was communicated with a unified voice. Tina Allard from
Administration, RaeAnn Gardner from Parks and Rec, Michelle Martindale from Utilities, Bob
Thistle from Administration who has been replaced by Cal Portner, and Clay Wilfahrt from
Economic Development were staff selected to comprise this group.
The steering committee has set standards for the brand as well as strategies for implementation in
materials such as email signatures, letterhead, business cards, and other marketing materials. The
committee has established protocols for the use of the tagline and its graphic interpretations
within the city. Templates are established to use for business cards, letterhead, and other
marketing materials. An electronic newsletter is sent out once per month to all city staff to keep
them informed about the brand.
Staff is working to promote the brand outside of City Hall. Presentations were given to the Two
Rivers Referrals group, the River's Edge Business Association, YMCA Board, Library Board, and
local manufacturers who will incorporate the brand into their marketing efforts. Additionally,
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staff met with the Elk River Area Chamber of Commerce; a significant partner in brand
implementation.
The city, private businesses and organizations are all using the brand logo. Attached is a
document showing some of the uses of the brand including use by Kemper Drug, the Activity
Center, Coborn's, McCoy's, Mortgages Unlimited, the Arts Alliance, Parks and Rec, River's Edge
Business Association, Elk River Police Department, Elk River Economic Development, Elk River
Municipal Utilities, Attics to Basements, Elk River Liquor, and Olde Main Eatery. Others using
the logo include North Central Insurance and Elk River Printing.
To further promote the brand as well as circulate ideas for implementation, a blog has been
created at http_~//poweredbynature.blog.com as a point of reference for staff and the community.
Recently, staff has partnered with local community leaders for blog articles. Community leaders
are asked "what powers you?" They then write an article surrounding that theme. Alan Sakry and
Nick Zerwas have both written articles for the blog.
A meeting has been held with all city marketers in order to incorporate the branding into all city
marketing materials.
The Brand Champions, a group of community leaders met on January 31St for the first time to
discuss promotion of the brand throughout the community. The group of 17 discussed benefits
of the brand to businesses and residents, and how to help those benefits be realized. The group
identified some major goals including the development of a brand promotion toolkit made
available online, a brand website, brand vignettes on the cable channel, training sessions and tools
for business on how to use the brand, and development of a methodology for engaging
businesses, residents, governments, and non-profits. The Brand Champions will meet every
other month to discuss the community branding strategy.
ATTACHMENTS
• Monthly City Branding Newsletter
• New Brochures
• Brand Uses Documents
®~ E w E 1 1 1
~,
PB~ER[1 11
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BRANDING CONNECTIONS
Elk River is Not One Thing!
It is defined by its people, the river, its outdoor trails and parks, its culture, the
businesses that are driving the economy, the creative energy of the arts, and much
more!
Elk Rirrer• fore Brand Profile
f,.i''"iJp North ~""'+•.,~
r Energy City d>siinctions
/' Ist Gold LEED cert. librar,~ & school
/ Cargill Researxh Campus Project Conserve~~~
Sportech
/sand & gravelindustry
ERX Motorpark;
•, Elk River
Up & Coming Families'•.,
Sophisticated Squires
oerprising Professionals
``~, Simple Living
_ , .. '~
Kelley farm '' • ~~
downtown Elk Rider
• a,:~ht::~: Handlue Pit
concerts hociueT
Hillside Mountain Bike Trail
/ '.
whom Ito nature WoodlandTratls
poworo tho horart hiking
Diking
crt~ss countryskiir~
Miss~csippi River fishing f
the Elk River hunting
'
friendly ~
lake Orono
small
comfortable "where city meets country"
clean
safe
casual-laid back
well educated Twin CitieS.~'~
.-~
~,,
• Tina Allard
• RaeAnn Gardner
• Michelle Martindale
• Cal Portner
• Clay Wilfahrt
AS PROMISED IN THE
LAST NEWSLETTER
Examples o f how city employees are
EM-POWERED BY NATURE!
Economic Development
Can be used on buildings and vehicles. Various sizes availa
ble. Contact your Branding Subcommittee members to get
them.
IT Division
Powered by '1'cchnology! Did you
know we have a new Wi-Fi net-
work in portions of City Hall now?
Next time you axe here, try con-
necting up. The new network
name is PBN!
..a
Inspired by Elk River
Municipal Utilities ,_ f
~.~
Temporary Tattoos!
~ ,i..
r$M"##I!~ tt
~~
mss; °t~ . ~... ! -
r
J r
www.ci. eik-river.nta us
13065 Orono Parkway
Y
HAVE YOU VISITED THE POWERED BY NATURE BLDG?
~~~ Visit the Bloc
Catch the latest story and see how Councilmember
Zerwas is Powered by Service
~~"1r
Energized by our Exceptional Educators!
A KARE 11 Boyd Huppert must-see story that speaks to the Nature of our people!
COMMUNITY BRANDING STILL
MOVING FORWARD
A community meeting will be held on Tuesday,
January 31, 2012, at 7:00 p.m, at the YMCA. Many
community leaders have been invited to attend. A
Powered by Nature Brand Champions Team will be
formed. This initial meeting will be explaining the
purpose and objectives of the group.
The Brand Champions Team will help the com-
munity with regional/national recognition, unity,
marketing strength and efficiency, community, and
much more. If you want to learn more about the
process, feel free to attend the meeting.
IYIe hope to ~~ee you there!
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From Ali of Us at
Ikrr~er ~ ~ B~,Mvi Downtn+vn ~ River
SPOT THE BOX
• Your questions ~,:. °~
~--- .f
• Your thoughts
So Get Stuffrng.~
• City Hall
• Police Dept.
• Street Dept.
Your input matters!
Kemper Drug Holiday Card
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ate rtoattnP treats? ~~`~tl1e yj"k Ol-a+achas7
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